Juul gets OK to sell updated vaping device with age-gating technology

Juul Labs received approval from the FDA on Friday to sell an updated version of its popular e-cigarette, dubbed the Juul2, which incorporates an optional age-verification system to deter underage use. This marks the first time in over a decade since the company's launch that it can market a new device. Juul has faced significant challenges in recent years, including layoffs and paying billions in settlements for underage use of its products.

The new Juul2 device will be marketed alongside updated tobacco and menthol-flavored cartridges. In 2019, the company halted sales of several flavors popular among teenagers, such as mango, mint, and creme. Juul CEO K.C. Crosthwaite announced plans to pursue approval for a range of flavors aimed at adult nicotine consumers in the future.

The FDA's decision does not constitute an endorsement, and it emphasizes that non-smokers should abstain from using Juul or any other e-cigarettes. Studies reviewed by the FDA indicate that 20% to 50% of smokers who used Juul products managed to quit smoking within six weeks, depending on the flavor used. The FDA evaluates the overall risks and benefits to public health, considering both the advantages for adult tobacco users switching to potentially lower-risk products and the risks to minors and non-users.

The new Juul2 device allows users to set an age-verification requirement through an optional online app, providing detailed insights into usage patterns, device location, battery status, and pod-level information. This feature also enables users to lock the device to prevent unauthorized use. The FDA has previously authorized e-cigarettes designed to help adult smokers quit or reduce their cigarette consumption.

In May, the FDA approved the first fruit-flavored e-cigarettes for adult smokers, a significant policy shift spurred by industry appeals to President Trump. Currently, Juul trails behind Vuse, which is manufactured by Reynolds American and produces popular cigarette brands like Camel and Newport. Teen vaping has declined markedly, with most young vapers now using illicit disposable e-cigarettes imported from China, which come in various fruity and candy flavors.